Melbourne LP Gas Equipment Retailers - Marketing Tips To Grow Your Business
Friday, January 15, 2010 19:09LP Gas Equipment Melbourne
In Melbourne, Australia LP gas equipment is in big demand. And the 34 businesses that supply and service this equipment think it’s about time.
For years they’ve been stamping their feet about the benefits of this alternative fuel source and finally people are starting to listen.
What Is LP Gas?
LP gas is a gas that can be used as an alternative to petrol to run your car. It’s reportedly cheaper to use, creates less wear on your engine and produces less greenhouse gas emissions than petrol. So understandably, consumers are beginning to take notice.
It’s extracted during the same process as when crude oil is turned into petrol (“LP” stands for “Liquefied Petroleum”) and is produced quite early in this process, so it’s quicker and theoretically costs less money to extract. This is one of the reasons it’s cheaper for end consumers.
Why Don’t More People Have LP Gas Equipment In Their Cars?
There are a couple of reasons why the majority of the car market still uses petrol.
By default, most car manufacturers design and build car engines that run on petrol. So consumers need to understand the value of LP gas conversion and take on the exercise.
LP Gas equipment hasn’t been seen as essential or sexy.
This latter point is probably the biggest potential growth area for gas equipment business owners. If the public started to demand gas conversion equipment in great numbers, car manufacturers would begin to build cars that run on LP gas.
Why Is Now A Window Of Opportunity For Gas Equipment Businesses?
The recent escalation in crude oil prices has forced people to take notice. Mainstream media and current affairs programs have regularly reported bowser prices as well as running stories of frustrated consumers complaining about the high cost of petrol.
Also, the wave of concern regarding greenhouse gas emissions has led to people looking for cleaner fuels. These are both great news for gas conversion businesses because LP gas is cheaper to use and produces less greenhouse gas emissions than petrol.
But there’s one big problem in the way, which is preventing these businesses from the growth that they deserve.
And that is marketing.
You see, people these days are too busy (or too lazy) to do too much work, whether that work is physical or mental. So if a potential customer has to go through too many hoops to understand the benefit of your product, chances are they’ll give up.
The problem is that most business owners aren’t using the most effective means to explain the benefits of this useful equipment.
Looking at Melbourne’s Yellow Pages, most businesses are using ads that merely display the name of their business and their phone number.
Almost none of them give consumers a list of the benefits of LP gas equipment. And almost none of them explain how affordable installation can be (especially over the long term).
Using other industries as a yard stick, my assessment is that the few businesses that list the benefits (either in the Yellow Pages ad itself or on a web page or consumer report) should be able to dramatically increase their business turnover.
Conclusion
If LP gas equipment businesses are to rightly take advantage of the trend away from petrol usage, they need to look closely at their marketing material. Simple modifications to their advertisements could quite easily turn browsers into buyers, which would be good for our environment and good for everyone’s pockets.
Steve Karagiannis encourages Melbourne citizens to do their part to protect the environment by supporting LP Gas Equipment. Steve also reveals fiendishly clever business growth secrets at his website MelbourneBusinessPortal.com MelbourneBusinessPortal.com, where he offers a free 10-day trial.